Verbal Expression
Brand story
Priority is for leaders who challenge tradition and drive impact.
Sometimes, driving impact means rising above routine, shaping the biggest, flashiest ideas that transform businesses. But more often, it lies in the constant optimizations, slight pivots, and small “aha” moments that build momentum within organizations. Driving impact means finding innovation in the everyday.
We blend payables, acquiring, and banking technology with strategic insight, empowering visionary companies to take on their future. Here, leaders accelerate cash flow, optimize working capital and seize every opportunity. Here, leaders make an impact.
Tagline
A tagline is a succinct and powerful phrase that encapsulates the essence of a brand, serving as a memorable and impactful representation of its core values and promises. It acts as a verbal logo, instantly conveying Priority's brand identity and differentiating it from our competitors.
Our voice and tone
Let’s bring the Priority brand to life with defining characteristics of the brand’s voice and tone.
We are
Bold
We’re confident that we’re the best partner for our clients — and we aren’t afraid to let that confidence shine through. Use energetic, active language that conveys our passion and leadership.
We are not
Impersonal
We work in technical and complex industries, but we are people first — speaking to people. Our voice should be approachable, human and warm, and focused on the impact leaders can make with our solutions.
We are
Ambitious
We view all of our clients as leaders, no matter their title — and we challenge them to think differently and hold themselves to higher standards that lead to the greatest impact.
We are not
Playful
Stakes are high. Given the importance and legal sensitivity of our work, we should never give the impression that we are frivolous or overly playful in our messaging.
We are
Wise
Our solutions work not just because of our technology, but because of our combined expertise and years of experience. We speak to our clients as trusted, supportive, and encouraging partners.
We are not
Exclusive
Our audience is wide and varied, and our voice and tone should accommodate SMB leaders all the way up to enterprise executives.
We are
Imaginative
Innovation is at the heart of Priority’s mission. We inspire our customers to imagine better solutions they never would have considered before.
We are not
Hyperbolic
The strength of our product can speak for itself. We can take a bold, confidence stance and educate our audience about our benefits, but we shouldn’t be overly sales-y or intense in our language to retain credibility.
AP style preferences
Priority follows the Associated Press Stylebook as its third-party source of style authority. These additional rules should serve as guideposts when crafting copy for all stories, graphics and branded assets.
Example
Headlines
Rule
In web copy, write main headlines in title case; all others should be sentence case. Only characters 24pt and smaller should have punctuation.
Example
Headline: Accelerate Cash Flow Now
Subheadline: Unlock new opportunities to get money faster.
Numerals
Rule
Spell out one through nine; use numerals for 10 and above.
Example
We onboarded four new clients this week.
We onboarded 11 new clients this week.
Percentages
Rule
Always use a numeral and percent symbol, unless the percentage starts a sentence.
Example
Over 82% of businesses fail due to financial mismanagement.
Eighty-two percent of businesses fail due to financial mismanagement.
Serial Comma
Rule
Priority does use the serial/Oxford comma. This is an exception to the AP Style Guide.
Example
Priority is the payments and banking fintech that enables businesses to collect, store, lend, and send funds through a unified commerce engine.
And vs. Ampersand
Rule
Use the ampersand for the name of our unified commerce solution "Banking & Treasury Solutions." Otherwise, don't use an ampersand in place of "and."
Example
Priority's Banking & Treasury Solutions allow your time to minimize effort and maximize savings.
Em-dash (—)
Rule
Use the em-dash to separate ideas (as you would a parenthetical). Use spaces around your em-dash.
Example
With Priority’s intuitive dashboards and meticulous reporting, you gain total financial visibility — and total control.